Connecting with Today’s Garden ConsumerConsumer Study ResultsSpring, 2010

Bill Calkins, Ball Horticultural Companybcalkins@ballhort.com

Part One:How to Market Edibles

Why all of the craze???

Concern for the Environment….

Growing your ownVeggies is good!

Economic Pressure…Growing your own

Veggies saves money!

Concern for yourhealth….

Home-grown is the Ultimate ‘chain

of custody’

Methodology

• Two step study. Qualitative focus groups followed by quantitative internet research.

• Qualitative: 6 focus groups were conducted, 2 in each of the following locations – Chicago, IL, Charlotte, NC, and Portland, OR. Groups were 2 hours, and were conducted April 5, 6 and 19, 2010.

• Quantitative: Online facilitated through national consumer panel. 340 vegetable gardener total responses.

• Definition of a ‘new’ vegetable gardener was two years or less of veggie gardening experience.

• In both studies, consumers met the following recruiting requirements:– Purchased minimum of $25 in vegetable plants in past year– Not a ‘master’ gardener– Mix of male and female gardeners– Traditional demographic distribution– Traditional marketing research screens

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Home. Garden.The overwhelming driver of beginning to garden is still purchasing a home. However, contrary to [our] popular believe, vegetable gardening is not necessarily the gateway drug. It is started in tandem with flowers.

My first gardening efforts included

BOTH vegetables and flowers!

Home. Garden.

Young children also inspire vegetable garden planting; it is viewed as a major teaching opportunity.

“My daughter was very excited to plant a vegetable garden and actually talked me into doing it. She doesn’t help me that much, but I’m glad she inspired me to do it!”

A majority of vegetable gardeners had parents who cultivated vegetable gardens. It is a way to reconnect with childhood and family roots.

“We always had a vegetable garden growing up. My mother is deceased and I thought it’s a good way to remember her.” [Charlotte]

Getting vegetable plants in the

hands of school kids is a great way

to get parents involved!

Out of sight, but in my mind.

• The drivers of location:– 1. Sun– 2. Convenient access– 3. “out of sight”

• The idea of ‘beautifying’ the vegetable garden was not appealing – as most gardeners viewed this space as purely functional, and therefore an investment in time or dollars to make it more attractive is not a value.– The idea of ‘more attractive’ edibles may not appeal to a gardener for their

‘veggie gardening’. However – the idea of incorporating good-looking edibles into FLOWER beds was not considered and may be highly valuable.

Out of sight, but in my mind.

• It was surprising how many container vegetable gardens there were, even in some households that had yards. The advantages of a patio container garden:

– Closer and more convenient for watering and harvesting.– Protected from deer, rabbits, snakes, etc.– May be the only location that ‘fits the bill’!

Spark interest by educating your audience about

veggie plants that are great in containers!

Strengths and Weaknesses of Vegetable Gardening

Positives (+) Negatives (-)

Much better taste Weeding hard work

Healthier eating Watering work and time consuming

Feeling of pride and accomplishment Dealing with critters very frustrating

Self sufficiency Risk of failure

Share with others Failure especially frustrating and disappointing

Enjoy the outdoors

Learning opportunity for children

Encourages kids to eat their vegetables

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10. Which statement best reflects your primary reason for vegetable gardening?

Primary Reason for Vegetable Gardening

Base: Have purchased vegetable plants within the last year (Total n=342)

• Nearly half of vegetable/herb gardeners name better taste as the primary reason they vegetable garden.

Younger gardeners are significantly more likely to be

gardening to save money

Packed full of hardy flavor!

7a. How important is each of these when deciding which tomato variety to plant?

The largest driver of the decision-making process for a variety comes from flavor. Things such as hardiness and disease resistance are also important – more so to the experienced gardener.

5a. 0f the different vegetables/herbs you planted what percent are grown from seed and what percent are purchased as plants?

And seed sales being up???

Base: Have purchased vegetable plants within the last year (Total n=342)

• Respondents report the majority of the vegetables/herbs in their garden were purchased as plants. This is significantly higher in the US, as compared to Canada.

Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.

The vast majority of gardeners start with plants, not seeds.

Impatient? Practical?

Seed vs. plant

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Vs.

• Cost effective

• Poses greater risk

• Experienced gardeners more likely to employ

• Especially associated with cucumbers, squash, carrots

• More patient gardeners

• Convenient

• Greater likelihood of success

• Especially associated with tomatoes and peppers

• Experienced gardeners resort to plants when seeds don’t germinate well

• Some gardeners only use plants; not willing to risk labor and investment

• Instant gratification gardener

16. Next, we’d like to understand how much you think the following tomato plant might be worth. At what price would you consider this plant (a standard 4" size pot) to be…

Base: Have purchased vegetable plants within the last year

Value Expectations: Burpee vs. Non-Branded• Those viewing the branded Burpee tomato plant expected a higher price, on average, than those viewing

the non-branded tomato plant.– The “good value” price for the Burpee plant was $3.90, almost $0.60 higher than the “good value” price for the non-

branded tomato plant. This translates to about a 17% premium.

2. Aim for the core!• Concepts and positioning that speaks first and foremost to flavor are the

most interesting to the consumer.

Base: Have purchased vegetable plants within the last year (Total n=342)18. Please indicate how likely you would be to purchase this product idea by using the following 1-10 point scale.

Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.

Old Time Taste – likelihood to purchase 57%Want to grow tomatoes as sweet and plump as those you remember from your childhood? Or how about peppers that are packed with flavor? Burpee now brings you a special collection of those varieties that will deliver that “Old Time Taste” that you enjoy. Like Heirloom varieties, these are packed with great taste, but are easier to grow and more hardy in the garden. Easy to grow and even easier to enjoy!

• CASUAL GARDENER

• Age: 46• Years Gardening: 17• Dollars Spent: $95 A• Dollars Spent: $72 V• Main Motivations:• It is a reflection of me. I feel a

responsibility to beautify it. • Gardening is a way to add value to

my home• Gardening is good for the

environment• Function/Outward driven• PLANTS ONCE FOR VEGGIES

• Main Location: Home Depot*

• ENTHUSIASTIC GARDENER

• Age: 51• Years Gardening: 26• Dollars Spent: $128

A• Dollars Spent: $72 V• Main Motivations: • It is relaxing and reduces stress in

my life.• Gardening helps me be less

stressed• Gardening is a way to express my

creativity• Beauty/Inward driven• PLANTS TWICE FOR VEGGIES

• Main Location: IGC*

It’s all about getting them comfortable.

Part Two:How to Market Perennials

Methodology

• Two step study. Qualitative focus groups followed by quantitative internet research.

• Qualitative: 6 focus groups were conducted, geographically spread – Southeast, Midwest and Northwest. Groups were 2 hours, and were conducted April 5, 6 and 19, 2010.

• Quantitative: Online facilitated through national consumer panel. 250 total responses.

• In both studies, consumers met the following recruiting requirements:– Purchased minimum of $40 in perennial plants in past year– Not a ‘master’ gardener– Mix of male and female gardeners– Traditional demographic distribution– Traditional marketing research screens

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10. First is function.

Perennials are viewed as the building blocks or enduring structure of the garden, providing lasting definition. The role of annuals is to provide a burst of instant color.

PERENNIALS ANNUALS

Q19_1. Approximately what percent of your flowers in your yard are annuals and what percent are perennials? Please do not include flowering shrubs in your estimate. Base: Have purchased perennial plants within the last year

Flowers in Yard: Perennials vs. Annuals• Perennials account for nearly two-thirds of the flowers in these respondents’ yards.

First is function…

• While color is the ultimate driver of any flower purchase, perennials offer a wide assortment of shape and texture – which provides unique elements in the garden.

• FUNCTION DRIVERS (out of 10 on an agreement scale)

– PROVIDE SPOTS OF COLOR 7.8– PROVIDE TEXTURE, SHAPE and SIZES 7.4– MORE VARIETY IN MY GARDEN 7.2– FILL SPACE 6.6

Q25. (Top2Box (9-10) Summary) Below are some statements related to perennials. Please select your level of agreement with each statement using the scale below. Base: Have purchased perennial plants within the last year

Agreements with Statement: Top Two Box• Female gardeners are more likely to say they plant perennials for variety (color, shape).

Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.

Q25. (Top2Box (9-10) Summary) Below are some statements related to perennials. Please select your level of agreement with each statement using the scale below. Base: Have purchased perennial plants within the last year

Agreements with Statement: Top Two Box• Female gardeners are more likely to say they plant perennials for variety (color, shape).

Letters indicate the value is significantly higher than the corresponding value at the 95% confidence level.

Know your audience. If you are speaking to the

woman – talk about color, shape and texture. If you are speaking to the man –

talk about ease of use!

9. With more perceived ‘ease of use’

• Interestingly, perennials are viewed as requiring less labor and maintenance than annuals because of one-time installation, less watering, less weeding if they are mulched, and less dead-heading to keep them blooming.

– Perennials are more forgiving. They seem to thrive on the care that you provide. However, they can go ‘carefree’ – with the amount of time invested in maintaining them directly correlated to years of experience in the garden.

First season Next season

First season Next season

Annuals – amount of work

Perennials – amount of work

Strengths and Weaknesses of Perennials

Positives (+) Negatives (-)Easier to maintain. One-time planting, less watering, less deadheading, less weeding. Short bloom time.

Cost effective/good value in the long-run. More education/knowledge required than annuals.

Hardy, lasting, enduring. Higher initial investment.

Variety in color, shape, textures. Multiplies and invades or crowds other plants.

Share with friends and neighbors – “We have bamboo that must be like the starter culture for great sourdough rolls. Everyone in the neighborhood has benefited.” [Portland]

Grows too large.

Fragrance. Correct pruning necessary to facilitate blooming.

Dead stems etc. require clean-up.

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8. It’s an investment

• Perennials are perceived as more cost effective and a better long-term investment because they are planted once and re-emerge every Spring.

“I buy few annuals anymore because I got tired of having to keep replanting them.” [Portland]

• With that being said, there are varying levels of ‘investment’ that consumers are willing to make.

CAUTION: The younger generation will have their own balance of investment on this –

with ‘instant gratification’ worth

more….

7. Investments are ‘long term’

• Perennials are for people who plan to “STAY PUT”. It is an indicator that you are planning to stay where you are and ‘take up roots’. It is another form of ‘commitment’.

• A woman in her 40’s or 50’s with grown kids.

• Established or settled.

• A sense of purpose.

• Strong sense of pride in home and yard.

• Works smart.

• Committed to improving her environment and neighborhood.

• Fastidious, attention to detail.

• Experience in life and in gardening.

• Very committed to gardening as a hobby.

7. Investments are ‘long term’

• Perennials are for people who plan to “STAY PUT”. It is an indicator that you are planning to stay where you are and ‘take up roots’. It is another form of ‘commitment’.

Like bottles of wine – indicate those that are ‘ready to enjoy now’,

drinkable in 2-3 years, or those that need to be

cellared…

6. Hardy!

• Perennials are a far more forgiving plant. Consumers are drawn to this attractive component of them. LESS RISK! However, the trade off is severe – less bloom time!– “The one thing that would make these perennials better is if they bloomed all

season!”

Hardy! Color!

5. Multiply and Divide….and conquer!

• Because many varieties multiply and have to be divided or thinned, they offer two unique opportunities:– They can be broken up and moved around to cover more garden space. This

speaks to the ‘value’ to the consumer.– They can be broken up and given to others. This speaks to PRIDE, as the act of

sharing is a direct reflection on their success. • Curiously, this also requires more ‘work’ on the part of the gardener, but

does not seem to contribute to an overall sense of commitment required to maintain perennials.

Know your audience! Younger gardeners will appreciate the

ability to divide and spread – it adds value. More mature

gardeners will love the pride that comes from sharing.

What Perennials Stand for…

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4. The ‘whaddayacallit???’

• Blooming bushes such as azaleas, butterfly bushes, lilac bushes, etc. are often defined by consumers as perennial plants. The line between perennial plants and blooming bushes is not well defined.

• Perennials suffer from a lack of common ‘vernacular’. Most varieties are unknown and most perennial growers are hard pressed to name more than a few varieties.– 50% of the respondents indicated they would buy more perennials if they

were more familiar with them. Further – this was a significantly larger barrier for the younger gardener.

• In an age of social networking, a lack of common names inhibits the spread of the word.

What would get gardeners to buy perennials they are not familiar

with…

Q26. When it comes to a perennial you are not familiar with, which of the following would get you to buy it?

Base: Have purchased perennial plants within the last year (Total n=253)

4. The ‘whaddayacallit???’

1. Information seals the deal

• The #1 source for information on perennials is the plant tag – ahead of friends and neighbors. This is different than annuals – where your neighbor is your #1 source of information.

1. Information seals the deal

• The #1 source for information on perennials is the plant tag – ahead of friends and neighbors. This is different than annuals – where your neighbor is your #1 source of information.

• The information that is considered critical is as follows:

• RECOGNIZABLE NAME!• Sun/shade/light needs.

• Color of bloom (to match or contrast with other plants)

• Height and width at maturity (including spacing).

• Time of season it blooms and length of blooming.

• Watering needs.

• Soil conditions

• Temperature tolerance.

A name I knowA name I know

Connecting with Today’s Garden Consumer

THANK YOU!

Bill Calkins, Ball Horticultural Companybcalkins@ballhort.com